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Marketing Vanguard
How Archer Roose Is Flipping the Wine Industry on Its Head with CMO, Conley Downing
00:19:26
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- [00:00]
A
If you look at our Choriza's website, like, yeah, you can find information about tasting notes and things like that, but we don't lead with that. That's not the first touch point that you're going to get from us because we find that it can be off putting. And so we lead with humor, we lead with invitations to join, and we're really working on building a community of people that can help carry our brand story forward.
- [00:22]
B
Hi, everyone, and welcome to the Marketing Vanguard Podcast. I'm Jenny Rooney with Adweek and I'm thrilled to be coming to you live from Brand Week in Atlanta. As you all know, listening, I usually do this podcast from our home offices in New York City, but we're thrilled to be here in Atlanta this week so that I can do these podcast recordings live. I'm thrilled to be joined by Connelly Downing. She's the CMO of Archer Roos. Connelly, welcome.
- [00:47]
A
Thank you so much for having me. I'm excited to be here.
- [00:49]
B
Well, I'm excited to have you. And as this is sort of a special series, if you will, a special edition of the Marketing Vanguard podcast, I'm going to ask you some questions that are specific to this week, and I'm going to start with why Brand Week? You know, we're here in Atlanta. Why was being Brand Week important for you and for your brand this year?
- [01:08]
A
So for me, this is really exciting. I feel like Adweek has been part of my family for many years now. I actually started my career on the agency side, so I began reading Ad Week when I was 21 years old working at an agency. And then in 2019, I participated in the Adweek Executive Mentorship Program. I was a mentor in the Adweek Rising program. And I've really enjoyed the community that I felt from Adweek. But this is my first Brand Week. It's even more special for us as a brand with Archer Russe Wines because Elizabeth Banks is being honored with the Adweek Brand Genius Award in no small part due to her work with Archer Ruswine. So I'm really thrilled about that and it's really a testament to what we're building on the brand and the role that Elizabeth and our team has played in building relevance for Archerus Wines.
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B
Well, let's talk about that. So tell me what's happening right now in your business that makes this moment especially pivotal, certainly for the brand.
- [02:00]
A
Let's start there. We're at a really exciting inflection point at Archeroos Wines. If you're at all familiar with the category, you're seeing a lot of doom and gloom in this trades. Wine is tanking. Nobody's drinking anymore. Gen Z is never going to enter and it's just not the case. But what has shifted is the way that people are drinking. And so Archer Rus is, for me, I'm a year and a half in. When I first saw the brand and was introduced to it, it was so clear to me that this is the way forward. I actually myself was a lapsed wine drinker. I had been in spirits for many years prior to this role and honestly had just kind of fallen out of love with the category. It didn't feel like it had evolved with me and it wasn't speaking to me in a way that invitational and approachable and Archer Roost really solves so many of those issues in terms of the way in which we speak to our consumers and the more irreverent, light hearted approach that we're taking to wine overall. So in a category that's declining, we're up 41% this year on the heels of three years of growth. We just won the 2024 impact hot prospects Brand Awards. So just a really exciting time. And as you can imagine, that comes with a lot of shifts in how we're managing the brand and how we're moving forward. So where are you based? We are based. All our team is actually fully remote. Our founder, our co founder and CEO Marian is based in Boston. I'm personally in Connecticut, but we've got team members all across the country. And Archer Russe is actually a globally sourced wine brand. So we actually source from six different countries around the world as well.
- [03:26]
B
Okay, and when was it launched?
- [03:28]
A
It was launched about 10 years ago. We're coming up on a decade of Archer Russe wines, which is an incredible testament to Marion's tenacity because it's been, you know, a wild ride. But you know, I would say the brand has really taken off in the last few years, obviously with the addition of Elizabeth Banks bringing such incredible, incredible awareness and energy and creativity to the brand. But also some of the incredible placements that Marian and the team have been able to get, like JetBlue and more recently even Princess Cruises and so many incredible places that people are discovering Archerous wines.
- [03:58]
B
So it was launched. I mean, it isn't just about the packaging, it is about the product as well.
- [04:02]
A
But it's about both, right? It is, it's about meeting people where they are in a couple of different ways. So it is. We call it luxury wine and cans and it truly is. It's an incredible product that happens to be in a format that makes sense for people's lives. Marian founded this brand because she wanted a better glass of wine. Just a glass. So many of us are drinking differently and we're concerned about moderation and thinking about what we're putting in our body. So there are many times that you just simply don't want to open a full bottle of wine and this is the solution for that. Or maybe you're going on the boat or maybe, you know, you're taking a hike and you deserve a reward after that. So, you know, we have the solution for all of those things as well as places that wine hasn't been. We often say we win where wine hasn't been. Think about being at a concert, holding a little plastic solo cup of wine. Wine is not the vibe. But Archer Roos has the solution for that with cans.
- [04:52]
B
So the can also maintains the integrity of the taste.
- [04:55]
A
It does. It's really interesting that you say that a lot of people have misconceptions about how canned wine is going to taste. And we did this hilarious video with Marian and it was so great because she said, well, a lot of people ask me, is the aluminum going to shine through? Am I going to taste the aluminum? And she said, well, do you taste the aluminum when you have a Coca Cola? And I thought that's a really great point. You know, there have been, though, I will say in the past, some issues with canned wine brands not taking the right steps to preserve the integrity of the liquid. So our team has been very intentional about that and has worked with Cornell University and actually published a research paper that won best oneology paper of the year that talked about how we maintain the integrity of the liquid using the right kind of liners within the can. So although we make a fun, light hearted brand with great quality liquid, you know, we take it very seriously. We just don't necessarily always present it that way to the end consumer.
- [05:46]
B
Got it. So it is so interesting because it does enter you or wine into various additional drinking occasions. And honestly, I mean, certainly beer, there's always been beer and there have obviously been cocktails and cans and some of the lighter seltzer and vodka based beverages, malt liquor and vodka based beverages that we've seen skyrocket in the canned form. So you're entering into that space, but you're reaching folks who prefer wine. Even in all of those occasions. Are you feeling like you're a different. How do you sort of separate your positioning from Some of those other options that are in market.
- [06:21]
A
I actually think we do align very nicely with a lot of those occasions. We often call ourselves an rtd. We are ready to drink the top and you've got a drink that's ready to go. And I think it removes some of that sort of pomp around the occasion. You don't have to be having a dinner party. You don't need to be having a formal setting in order to enjoy it. It's a Tuesday night and I've just put my kid to bed. Pop open the possibilities.
- [06:45]
B
I love that. So now tell me a little bit about you. I would love to know a little bit about your backstory, what got you to this place, you know, some of your early marketing experience. So yeah, bring us back.
- [06:55]
A
Happy to. So I started off like I said on the agency side. My first client was Pepsi and Frito Lay. I was working on below the line consumer promotions and then from there I went and worked on over as consumer health. So really sexy stuff, Gas xxlax Benefiber. But I learned a lot about actually shopper marketing and how to approach retailers through that experience. We then won Pernod Ricard. So actually my first adult Bev client was the wine and Champagne portfolio at Pernod Ricard and that just really inspired me and really woke me up. I actually started a blog at the time called Wine Exchange. I wanted to learn everything about the industry, about the category. And you know, it's funny because I was like this 22 year old little baby and I was so interested and captivated by wine. And I think about that in the context of today's younger consumers in terms of Gen Z and how they're so put off by it. And I'm like, what's changed culturally? So that actually I think about that quite often and it helps inform a lot of the decisions that we actually make is like what was cool about wine then that isn't now and how can we actually back into them? I think it's a little bit of the formality around it. And so I actually think in many ways at least the wines that I was working on at the time weren't as formal and we made it approachable through things like easy pairing suggestions or you know, ideas for wine based cocktails. Even then we were talking about how to put wine in spritzes and it wasn't so formal. And I feel like somewhere along the way it became a little inaccessible because people started making marketing of wine about education. Not everybody wants to learn everything. If you look at our choruses website, like, yeah, you can find information about tasting notes and things like that, but we don't lead with that. That's not the first touch point that you're going to get from us because we find that it can be off putting. And so we lead with humor, we lead with invitations to join and we're really working on building a community of people that can help carry our brand story forward.
- [08:49]
B
Ye, I love that. I mean, I liken it to golf. Almost like, you know, and I was just actually had a conversation with somebody at Johnnie Walker not too long ago here at Brand Week.
- [08:58]
A
My old stomping grounds.
- [08:59]
B
Exactly. And you know, was talking about how they're doing a cultural collab, you know, with Devereaux Golf. And like the fact that golf was always very sort of staged historically, but it's really, obviously it's just, it's on fire now. And there's so much about it that's so culturally relevant and exciting. There's almost like just literally listening to you, I almost see a little bit of a metaphor where things you have an opportunity, opportunity to make the category more exciting and enticing to the next generation where historically, to your point, it had been much more formal and much more about education. So, you know, how much are you thinking about we have to grow the category versus we have to grow ourselves to win in the category? Do you know what I mean? I do.
- [09:41]
A
And I mean canned wine is in some ways a subcategory within wine. It's obviously emerging. But that's what's so exciting about it, is that we have an opportunity to help define what that is. And we often talk about wanting to own a consumer's first, first taste of canned wine because if they have that great experience, then they're going to stay in the category. And honestly, for us, we're not really thinking about other competitors in the canned wine space. And we see Archer Roos wines as a great way for people to approach and enter the category. And honestly, if they see Archer Russe as the first rung in a ladder, that gets them. Marian talks about this, our co founder. That gets them to a higher price tier or a different type of wine. Great. We've renewed the category and that's a win for everyone. So that's kind of the way that we're looking at it. And I'll also say going back to of my background, having worked in spirits for most of my career, being at Diageo and working at 21 seeds and Lobo 1707. One of the things that in particular vodka and tequila do so well is that they engage emotionally with consumers. And so I'm just really excited about the opportunity to bring that to wine because you just don't. You don't see that as much as I think that you should. And. And it's been a lot of fun to make wine fun again.
- [10:50]
B
So tell me about the name Archer Russ.
- [10:52]
A
Archer Russe. So Marian came up with the name mainly and the character. So if you look at our can, you'll see a woman, a very stately Victorian woman riding a moose, which is just so whimsical and hysterical. And the reason that she that, A, is because it's funny and fun. B, because the moose is a North American animal, but it represents travel and exploration and we are a globally sourced wine brand. So, you know, it's kind of fun to think of this explorer out in the world on her trusty moose, you know, discovering all these different regions. So Archer Ruse is the playful name that she gave to the character that rides on the moose. Got it. Love that.
- [11:30]
B
So now let's go to the Elizabeth Banks collab, because my mind, of course, goes to the only way to. Especially if you want to reach Gen Z. Well, Gen Z. Are they drinking age yet?
- [11:39]
A
They are, yes. Yes, yes. Many of them are. Yeah. The oldest, Gen z, is like 28, 29.
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B
There you go.
- [11:43]
A
Yeah.
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B
Thinking about my daughter, who's 17.
- [11:45]
A
Yes.
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B
Not yet, but you have to just tap into all the social media and all the new channels to build relevance with them and frankly, the sizzle factor and make it cool. So Elizabeth is helping you in that respect.
- [11:59]
A
Absolutely.
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B
So talk a little bit about that and then we'll go into media strategy.
- [12:03]
A
Yeah. In the world of celebrity partnerships, they are not all created equally. And I feel like we have won the lottery with Elizabeth. She's truly such an incredible partner. She's obviously hysterically funny and an incredible actress and producer and director, but she also understands the commercial side of the business as much as the creative side of the business. So, you know, when we're engaging with an account and we're like, hey, could you maybe make a little video or could, you know, she understands all of that. But I think the thing that Elizabeth does so well is she. She has this sort of signature style and this humor that transcends age groups, truly. I mean, she's just so funny and there's just something about her that is really universally appealing. You know, she's not fussy about things, so she really, she understands with the brand's ethos. Exactly. And, you know, she picks up on trends. We were on set actually filming something for JetBlue and she said, guys, I want to film a video because there's this trend of wine milkshakes. And so, you know, she grabs the crew and she gets everybody out there
- [13:03]
B
and she does this.
- [13:04]
A
This really cute video that's up on Social and got great engagement. And it was just like, I saw this thing. So we're going to do it and we're going to do it in a great way. And so she's always thinking and innovating and helping bring new ideas to the table. So we're very appreciative.
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B
So I love the partnerships you've done with like, a JetBlue, because that's going to help with distribution. Awareness. Awareness and distribution.
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A
Yeah.
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B
What about other cultural moments are you thinking about, you know, do you do anything with concerts? Do you do anything with, you know, any other sort of events, activations, et cetera?
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A
Yeah, definitely. It's a huge part of the brand. Last year and the year before, frankly, there was a big investment in sponsorships, venues, and that was a great driver of awareness for us. Certainly venues like Forest Hills Stadium in New York, you're local to the New York area, have been incredible for us. And obviously it's making sure that we're aligning with the right shows where our demographic, which we call her Melissa lovingly, and, you know, she's a millennial female wine drinker, is there. But we've actually found that even at LAFC, you know, LA Football Club, which, you know, you wouldn't think might be. There are so many venues and opportunities for us to engage with different types of folks who maybe have never considered wine at a place like that that really help us take it to another level. But like those travel placements like you mentioned, and we just launched on Princess Cruises, I mean, it's awareness with millions of travelers annually, and it's just such incredible awareness. I often go out and do samplings and eight times out of 10, somebody will come up. Oh, my gosh. I tried you on JetBlue. I loved it. I had bubbly on the way back from my trip and I'll never forget it. And it was part of a moment in their life is a sampling opportunity for sure that.
- [14:37]
B
Back to the media piece. So TikTok, Instagram, all the things like, how do you think about where do you sort of rank order the media opportunities that are available to you? You know, are you thinking about placement in streaming Shows and movies. I mean like there's sort of a never ending. Obviously budgets certainly dictate where and when you can put the brand. But how expansive are you right now with some of that stuff?
- [14:59]
A
Yeah, I joined the brand last year and we started investing pretty heavily in paid social which has, has actually worked really well for us. Our DTC business is up 91% vers year which is pretty major. And that creates a funnel though. So once you kind of own that data and that consumer, then it's great to be able to redirect them to our retail partners, to our on premise partners that are nearby them. It's all a game, especially in bevalk of distribution and scale, you know, before you can take some of those next steps. 20, 26, it's definitely on our horizon to invest in some additional forms of media. So I'm excited about that. But it's in close partnership with our sales team and our ops team to make sure that we're kind of at that right equipping. Yeah, for sure.
- [15:42]
B
How would you define your leadership philosophy? What would people on your team say about you as the kind of leader you are within the organization?
- [15:50]
A
So we have a very small, lean, but incredible marketing team. But you know, I think the biggest thing for me has always been clarity of mission and vision. I think that's so important. I thrive in a very direct, clear environment and I always try to pass that on. But I think once you have that, it's a couple things. It's about making sure that we're empowering people. I do not want to micromanage anybody and I find that people's best work always comes when they're empowered versus having a lot of oversight. So that's really important to me. And I would also say so that's kind of the internal team. Externally, our partners serve as true extensions of our team. You know, we have an incredible ecosystem of subject matter experts that we engage with in various things, whether that be PR or paid media, content creation, organic social, you know, all those kind of things. And one of the things that I think I have a better sense of maybe being that I spent so many years on the agency side, is when you give the full big picture to those partners and you really treat them like they are a member of your team and you give them insight. They're all signed NDAs. Like give them the full story so that they can really be bought in to where you need to go, what your business objectives are and how they fit into getting you there. And I found that's actually been one of the greatest unlocks for getting the best that we can out of our partners. But the most important thing is joy. We are selling wine. We are in the business of popping open possibilities. This is an incredibly fun category. Let's face it, like, it's a startup and we're all wearing a lot of hats and that can be taxing. So if we're not having fun, if we're not infusing joy into everything that we're doing, like, we're going to burn out. So we have to find those exciting opportunities and those things that inspire us and make us want to start work each day. And for each team member, that can be a little bit different. So it's about figuring out, like, what's that thing that's going to make Prima so excited? What does Izzy need? Just like, absolutely be bursting to start work tomorrow. And I say that for myself as well.
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B
So you're a founder led startup. Are you an acquisition target?
- [17:53]
A
Yes.
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B
Okay, so how are you handling that? What are you thinking about?
- [17:56]
A
So, you know, we're a rapidly scaling, high growth brand. It's an interesting time for the Bev Elk business and a lot of other businesses as well. You know, certainly we are outperforming the category dramatically. I think we represent a beacon of hope for wine and I think we represent the future of where this category is going. And, and I think that that's attracted a lot of attention already. We're very fortunate to have had Constellation invest in US in 2020. And so that was an incredible, I think, vote of confidence from within the industry and we continue to be excited to have those conversations moving forward.
- [18:28]
B
We're at Brand Week. As I started this conversation by saying, any news you're going to break here today? Is there anything you want to tease right now with me as far as what we can expect to see from you moving forward this year and next?
- [18:39]
A
Yeah, I mean, continued innovation in both product and creativity. So our portfolio will expand. We have an exciting launch coming in 2026 and, you know, there's going to be a lot more creative things that I look forward to sharing with you in the next few weeks.
- [18:53]
B
Well, come to Adweek first and let us know. Of course. And we'll report that out. So, Connelly, thank you so much for joining me. This has been a pleasure.
- [18:59]
A
Thank you for having me.
- [19:02]
C
Thank you for listening to Marketing Vanguard, part of the Adweek Podcast Network and Acast Creator Network. You can listen and subscribe to all of Adweek's podcast by visiting adweek.com podcast stay updated on all things Adweek Podcast Network by following us on Twitter at Adweek Podcast. And if you have a question or suggestion for the show, send us an email@podcastadweek.com thanks for listening.